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| Acknowledgments Foreword Introduction – The Rules of Engagement The Lawgivers 1 The Law of Simplicity (Marcello Serpa) 2 The Law of Positioning (Al Ries) 3 The Law of Consistency (Ian Batey) 4 The Law of Selling (Dave Trott) 5 The Law of Emotion (John Shaw) 6 The Law of Love (Kevin Roberts) 7 The Law of Experience (Kash Sree) 8 The Law of Relevance (Anne Bologna) 9 The Law of Humor (James Lowther) 10 The Law of Disruption (Jean-Marie Dru) 11 The Law of Jump (Sebastian Turner) 12 The Law of Fascination (Reg Bryson) 13 The Law of Irreverence (Jim Aitchison) 14 The Law of Taste (Allen Rosenshine) 15 The Law of Topicality (Michael Newman) 16 The Law of the Silver Elephant (Graham Warsop) 17 The Law of the Chat (Neil French) 18 The Law of Nice (Jamie Barrett) 19 The Lore of Negativity (Jack Vaughan) 20 The Law of Execution (Mike O’Sullivan) 21 The Law of Evolution (David Lubars) 22 The Outlaw (MT Rainey) Appendix 1: The Law of Deadlines Appendix 2: The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits) Index |
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